India’s Reliance Retail said Thursday that it has strengthened its presence in beauty with a “strategic minority investment” in UK business Facegym, which it called “a global innovator” in facial fitness and skincare.

It means it will be bringing Facegym’s “signature facial workouts” to India through standalone studios and via select stores in Reliance’s Tira chain.

The investment has been made through Reliance Retail Ventures Limited (RRVL) and we’re told it “marks a pivotal step in RRVL’s continued expansion in the high-growth beauty and wellness space”.

Facegym was founded by beauty and wellness entrepreneur Inge Theron and combines “non-invasive facial workouts with advanced skincare formulations”. Its first studio opened in 2014 as a concession in Selfridges. Since then, it has opened locations in key cities including London, New York and Los Angeles.

Reliance talked of its “cult following across several global markets” and the recognition it has gained for “creating a new category at the intersection of beauty, wellness, and fitness”.

As mentioned, the Indian giant’s Tira stores will spearhead Facegym’s foray there, “leading its local operations and market development”.

Boosting its beauty and personal care business, anchored by Tira, is a key part of Reliance’s strategy with Tira being “India’s fastest-growing omnichannel beauty destination”.

Commenting on the partnership, Bhakti Modi, Co-founder & CEO of Tira, said: “Our commitment is to introduce world-class brands and innovative concepts and experiences to the Indian consumer. FaceGym sits at the unique intersection of beauty, wellness, and fitness – creating a category of its own. This aligns perfectly with the discerning beauty consumer in India who is experience-oriented, and increasingly drawn to science-backed, innovative concepts.”

And FaceGym CEO Angelo Castello added that “with our current strategic partnerships, we are in a powerful position to turn FaceGym into one of the only beauty services that exists with this size of global footprint –   launching in new markets, and sculpting more people than ever before with our unique approach to facial fitness and skin health. This partnership with a leading conglomerate like Reliance will serve as a catalyst for our global expansion by establishing our presence in the dynamic Indian market”.